A recommendation is the bridge between measurement and execution. It turns a measurable gap surfaced by an analysis — a perception weakness, a visibility deficit, a source you don’t yet earn — into a concrete, scored action a marketing team can run. Recommendations are the foundation of the Multi-Channel Brief experience.Documentation Index
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What a recommendation is
A recommendation is a single proposed action attached to:- a scope — which brand, category and country it concerns,
- an analytical reasoning — which gap, metric, and competitor justify it,
- a channel — where the action should be activated (PDP, YouTube, Reddit, PR, TikTok, Display, ChatGPT/Rufus Ads),
- a priority score — Effort, Impact and Criticality, used to rank the backlog,
- an assigned team — Content, SEO, Paid Media, PR, etc.,
- a target market — the geography or audience the action should target.
Lifecycle
A recommendation moves through an explicit set of states:Surface
The recommendation engine inspects the most recent analysis data and surfaces gaps that justify action — brand-mention gaps vs. competitors, weak domain authority in AI citations, under-performing channels, declining visibility trends.
Triage
A user reviews the recommendation. Three actions are available:
- Validate — accept and trigger brief generation.
- Reject — dismiss; the recommendation won’t reappear.
- Hold — defer for later review.
Generate the brief
Once validated, a production-ready brief is generated automatically, no extra scoping required.
Anatomy of a brief
Every brief shares the same structure so handoffs stay predictable:| Section | Content |
|---|---|
| Action | Precise description of the task to complete. |
| Reasoning | Why this action, why now — backed by Share Of Model data. |
| Thematic briefing | Strategic context — the category, the GEO conviction, the competitive shape. |
| Team & timeline | Who does what, with what level of urgency. |
| Production guidelines | Format, angle, keywords and configuration — ready to execute. |
How recommendations connect to the pillars
A recommendation is grounded in measurement — it points at one of the three pillars:- Visibility gaps — you are absent or weak on prompts where competitors dominate.
- Perception gaps — your brand is described differently than you’d want, or attributes scored lower than competitors.
- Influence gaps — competitors get cited from sources that never reference you.
What it is not
Recommendations are not generative content. The engine surfaces what to do and why — using the underlying analytics — but creative production happens through your agency, an automated Pencil agent, or directly inside Pencil. The brief is the contract between insight and execution.
What’s next
Visibility, Perception & Influence
The three pillars recommendations build on.
Multi-Channel Brief
The product surface that exposes recommendations.